The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Guy Jarvie, GM for AU and NZ at NP Digital
It’s been a big year so far. The past several months have been marked by shifting economic conditions at home and growing political uncertainty overseas. In this kind of environment, you really need your North Star: a set of guiding principles that keep you steady. At NP Digital, we’ve done our best to stick to a handful of these principles, and they’ve helped us—and our clients—navigate the year’s challenges.
At the centre of this approach has been what I’d call a ‘challenger mindset’. Since launching in Australia in 2021, we’ve been very conscious that we’re working in a crowded market, surrounded by players who’ve been in the game far longer. From day one, that meant we needed to define and communicate our differences clearly - and that hasn’t changed.
What has changed, or at least become more apparent, is how this mindset benefits our clients. Being the challenger means we’re not tied down by legacy structures or sluggish processes; we can pivot quickly. For example, we recently worked with a B2B software company eyeing rapid expansion into new markets within APAC. Their previous marketing partner took months to initiate changes. In contrast, we quickly reconfigured their content strategy, launched targeted campaigns, and helped them gain traction in a matter of weeks. They got to market faster and saw real progress without the red tape.
We’ve seen a similar impact in the retail sector. A specialised footwear retailer found itself facing fluctuating customer demand that required fast responses - no time for endless back-and-forth. Because we could adapt their paid search strategy almost on the fly, they saw a measurable lift in conversions. That kind of agility is what builds trust and long-term partnerships.
Of course, trust isn’t just about speed. We’ve also focused on being the kind of agency that’s upfront and honest with clients. Sharing insights from our proprietary tech, offering free search and content audits, and being transparent about performance and fees isn’t always the industry norm, but we believe it’s how you show true partnership.
Sometimes these conversations get tough. Not every call ends with a pat on the back. But, if we’re honest about what’s working, what needs rethinking, and sticking to the metrics that matter, we’re laying the groundwork for relationships built on real respect and understanding, rather than just good news and polite nods.
This emphasis on partnership extends to our own team as well. We can’t expect to deliver exceptional results without also nurturing a strong internal culture. For us, that means balancing business targets with personal development. Every quarter, our team members each set six softer KPIs - these might involve improving collaboration, mentoring a colleague, or learning a new skill. The idea is to encourage growth as professionals and as people. In a world where AI is handling more and more tasks, the human element - listening, empathising, bringing creative insights remains crucial.
Finally, there’s the bottom line. In a year defined by doing more with less, marketers are closely watching every dollar. In 2025, I expect even more scrutiny. Clients will want proof that their investments pay off. They won’t be swayed by big names just for the sake of brand recognition; they’ll be looking for real, demonstrable returns. This is where having a robust strategy, a willingness to adapt, and a culture of trust and transparency will set you apart.
My advice as we move into 2025 is to get comfortable bringing a challenger mindset into every conversation you have, showing the real value you bring. Don’t hide behind buzzwords or vague promises. Focus on delivering tangible results, communicating clearly, and being there for your partners - both clients and staff - when it counts. As I see it, the agencies and marketers that do this will be the ones who thrive in the coming year.
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